Explore the ethical challenges in AI development and implementation through this thought-provoking conference talk. Delve into the speaker's 40 years of experience in user experience (UX) design, examining issues from addictive software to problematic design trends. Investigate the impact of faked or ignored research, internal company politics, and cognitive biases on ethical decision-making. Analyze the consequences of dark patterns that suppress accessibility and diversity. Reflect on the responsibility of technologists in shaping the future and consider how seemingly innocent decisions can inadvertently promote discrimination. Gain insights into building a better world through ethical AI practices, addressing topics such as the Oppenheimer Effect, dark patterns, bias, and deep neural networks. Engage with critical questions about the role of AI in society and learn how to navigate difficult choices in a non-binary world.